Form Of Marketing Communication Research Articles

Strategi Komunikasi Pemasaran Digital Melalui Sosial Media Klinik Sunat Modern Safubot Indonesia

The current development of communication technology has changed people's behavior in obtaining the variousinformation they want and of course also provided the emergence of new ideas and new innovations to simplify thecommunication process. The use of social media as one of the new media which is currently in contact with life anddaily life in all aspects of people's lives also of course has an impact on the emergence of new knowledge which isalso used as a marketing and promotional communication media in various business sectors, including CircumcisionHealth services. Modern Safubot Indonesia. The aim of this research is to determine marketing communicationstrategies through social media for health services, especially the Safubot Indonesia Circumcision Clinic. Theresearch method used in this research is a qualitative method with a case study approach. Safubot Indonesia'smarketing communication strategy planning uses social media using three events, namely, Sustain by alwayscontinuing to grow and develop by presenting information and communication that intersects with digital media.Second, Open New Market by expanding the branch which is a form of marketing communication which is alsocarried out through the Instagram branch. And the third is Open New Service with Safubot trying to open otherclinics with the main brand Safubot, such as business expansion in the field of other health services. Digitalmarketing communication activities are carried out using various social media such as websites, Instagram andYouTube, which include advertising content, sales promotions. , direct marketing as well as public relationsactivities

Pemanfaatan Instagram Sebagai Media Promosi Toko Helio ITC Mangga Dua Jakarta Utara

The purpose of this study was to find out and describe the use of Instagram as a promotional medium for the Helio ITC Mangga Dua North Jakarta women's clothing store. Qualitative research through the Marketing Mix (4P) approach which includes product, price, place, and promotion. Data collection techniques with interviews, observation, and documentation. Research informants are Helio owners and employees. The results of the study show: the form of marketing communication by utilizing Instagram social media through the @helioshop account is going well. Consumers can provide comments and input to accounts through photo or video sharing, Instagram stories, captions, and hashtag features. The advantage of promoting via Instagram lies in conveying messages to consumers using the features available on Instagram, and also connecting the Instagram application with other applications such as TikTok, Shopee, Facebook, and WhatsApp, thereby increasing Helio sales. Meanwhile, the drawback lies in the application which must be updated regularly to get the latest features and is prone to fraud in the name of Helio.

The Impact of Influencer Marketing on the Decision-Making Process of Generation Z

Abstract Research purpose. Currently, the Internet is used by almost 5 billion users worldwide, of which 80% actively use at least one of the social networks. And marketing managers are well aware of this fact, as they had to switch to a new way of attracting potential customers. One of these methods is also influencer marketing as a form of marketing communication. In influencer marketing, the emphasis is placed on influencers with a significant impact on the community on which marketing activities and campaigns can be oriented. It is a method of non-violent and natural promotion of a product or brand, which acts on the consumer as a natural part of the space in which it is located. Especially one generation of consumers, Generation Z, is considered to be the target segment for influencer marketing due to their digital skills and inclination to social networks. The main aim of the article is to determine the impact of influencer marketing on the decision-making process of Generation Z. This also includes providing the theoretical background and analysis of influencer marketing from the viewpoint of Slovak and foreign authors. Design / Methodology / Approach. General scientific methods were applied for the processing of the data as well as mathematical-statistical methods to evaluate the data collated from the results of the questionnaire survey and to statistical hypothesis testing. The important source for secondary data was scientific research, annual company reports, statistical databases, and published professional publications. In order to find out the impact of influencer marketing on the decision-making process of Generation Z, a questionnaire survey was conducted. Findings. A successful marketing campaign on social media in cooperation with influencers requires the correct selection of the influencer according to their follower base, profile focus, credibility or reach, which is measured by Engagement rate. The number of followers is not as significant as the relationship that the creator has with their fans. When choosing an influencer, it is also necessary to take into account the way they promote products, ask them for originality and creativity, and prefer long-term collaborations to one-time contributions. These steps can bring a lot of benefits to the company, from which it will subsequently profit. Based on the analysis and results of the questionnaire survey, it is thus clear that the implementation of influencer marketing in marketing communication of Slovak companies targeted at Generation Z brings many benefits, including building relationships with Generation Z, increasing their loyalty and improving the company image. Originality / Value / Practical implications. Finally, measures for effective influencer marketing usage targeted at Generation Z are proposed, and its benefits are highlighted.

The Effect of E-WOM on Green Purchase Behavior

E-Wom, as a form of marketing communication, makes many contributions to marketing activities. E-Wom, in several previous studies, showed a contribution to consumer behavior. This study links the concept of E-Wom with green products and looks at its effect on Green Purchase Behavior. Green product is currently a much-discussed issue, given the increasingly felt impact of global warming. Global warming has finally forced corporates and consumers to be wise in choosing products. The method used in this research is an explanatory quantitative method, with a data collection tool in the form of a questionnaire. Respondents in this study were late adolescents and early adults in Surabaya and its surroundings. The results of this study indicate that E-Wom about green products has a significant influence on green purchase behavior. The influence of E-Wom as a single factor is not that strong. Another finding recorded in this study is the high value of the share information product that occurs. Most of the respondents were reluctant to start a chat about product reviews, they would provide arguments if they had started, and the E-Wom in this study was more on a personal level.

APPLICATION OF MARKETING COMMUNICATIONS AT MAGELANG WEAVING HOUSE

The use of marketing communications is very influential on the products offered. As a company with the main business engaged in weaving production, not many people know that Rumah Tenun Magelang can be a tourist destination. So, communication is important in introducing the product and attracting the target to visit. This research aims to determine the marketing communications used by Rumah Tenun Magelang and identify appropriate marketing communication patterns to further maximize the promotions that have been done. This type of research is qualitative and using data collection techniques from literature study, observation, interviews and documentation. The results of this research indicate that the forms of marketing communication used by Rumah Tenun Magelang are direct marketing, public relations and publicity, personal selling, merchandising and social media. As a comparison, this research used a marketing communication model from educational tourism Kampung Coklat Blitar. From this comparison, it is found that the marketing communication pattern of Rumah Tenun Magelang is complete the use of advertising, sales promotion, events, and social media, then combine all these marketing communications so that promotion can be maximized.

VIRTUAL ETHNOGRAPHY STUDY ON INSTAGRAM ACCOUNT @GADINGFESTIVAL AS PROMOTION MEDIA OF FOOD FESTIVAL

Technological developments have changed the communication process, including in promotional activities. This study aims to identify the use of Instagram social media as a form of marketing communication and a form of promotion of Sedayu City at a food festival conducted by the Instagram account @gadingfestival. The research uses a qualitative method with a virtual ethnographic approach. In-depth virtual observation revealed that the Gading Festival committee was promoting tourism through the @gadingfestival account by uploading digital posters, photos, videos and photo clips. Of the four forms of digital promotion on the @gadingfestival account, posters are the main promotional tool because posters contain considerable amount of information, including the time and place of the festival, performers, contact numbers that can be contacted and social media that can be traced. The use of social media, especially Instagram, is one of the media that is widely used for food promotion because it can increase public awareness to be able to attend a real place with the help of information from cyberspace. The use of social media is one of the media that is often used for tourism promotion because it can increase public awareness to be able to attend a real place with the help of information from the virtual world.

Wisata Virtual: Keterlibatan Masyarakat Bali Aga dalam Promosi Pariwisata Virtual di Masa Pandemi Covid-19 di Bali Utara

Five Bali Aga (Old Balinese) tourist villages in Banjar District, North Bali, collaborated to promote their tourism potential through virtual tours two times during 2021 by bringing up different topics each time. This study analyses the process and the community involvement during implementation of virtual tour and also themes that were provided for the virtual tours. In collecting data, this qualitative study involved a literature review, participatory observation, and interviews. Data were analysed using marketing theory and community-based tourism theory. The analysis shows that Bali Aga tourist villages were very active in preparing attractions and conducting the virtual tours. This article contributes to our understanding that virtual tour as a new form of marketing communication in promoting tourist destination virtually. Moreover, virtual tours are not only for tourism promotion but are also useful for helping the community in maintaining their spirit to manage tourist attractions during the pandemic.

Penerapan Social Engagement Dalam URC (UMKM Review Contest) Sebagai Bentuk Komunikasi Pemasaran Pada UMKM Kota Padang Panjang

This study aims to determine the application of Social Engagement in URC as a form of marketing communication in MSMEs in Padang Panjang City. To describe this research, it uses the Social Engagement theory by Bassuk, Grass and Berkman. In this theory, there are three components in Social Engagement, namely, social networks, social activities and social media. This study uses qualitative methods with data collection techniques using observation, interviews, and documentation. And using purposive sampling technique by determining certain criteria informants that support the research objectives. Informants who meet these criteria are the chairman and active members of the URC community as people who implement Social Engagement in their activities, and MSME activists who take part in URC activities. URC chooses Instagram and Facebook social media in carrying out its goals, because they are considered social media that are often used among people in various circles. The results of this study indicate that the application of Social Engagement that has been implemented is quite good and balanced. However, the obstacle found is that there are still many activists or MSMEs managed by people who are not competent and flexible in using social media. This is due to the age factor, not from the MSME activists themselves who refuse promotions through digital marketing. Of course, this is an inhibiting factor in URC carrying out its objectives.

What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

Emojis are being increasingly used in different types of communications, including in advertising campaigns. One emoji, the smiley face, has been an important part of consumers’ informal communications. Interestingly, smiley faces now also appear in marketing communications, advertisements, and brand logos. The present research examines the role of smiley faces in restaurant logos as a form of marketing communication. A set of five studies—conducted in a lab and at a middle school—demonstrates that communication associated with restaurant logos including smileys is perceived as lower in healthfulness, which in turn leads to lower price expectations. These effects are caused by a visual association with a fast-food restaurant category, whereby consumers link the presence of smiley faces with fast-food restaurants. The authors conclude that including a smiley face logo in a restaurant’s marketing communication can have unintended consequences on consumers’ perceptions.

Pengaruh Promosi, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Alat Kesehatan Pada PT. Mitra bersama Sejahtera Abadi

Purchasing decisions are influenced by promotion, price and quality of products. The company must ensure as many promotions as possible, prices that are able to compete with similar companies and maintain the quality of products so that they can still be used to improve purchasing decisions. Promotion is a form of marketing communication. Price is the amount of money needed in exchange for various combinations of goods and services. Product quality is a dynamic condition related to products, people and labor, processes or environments that comply with and exceed consumer expectations. Purchasing Decision is an integration process that combines knowledge to evaluate two or more alternative behaviors and choose one of them. Having a complete product, competitive prices and more promotions can improve purchasing decisions. The purpose of this research is to find out and analyze the influence of promotion, price and quality of products towards the decision to purchase medical devices at PT. Mitra Bersama Sejahtera Abadi. This research was conducted at PT. Mitra Bersama Sejahtera Abadi. The type of research used is descriptive quantitative. The results of this study showed that the promotion, price and quality of products simultaneously have a positive and significant effect towards purchasing decisions at PT. Mitra Bersama Sejahtera Abadi. In part, price has a positive and significant effect towards the decision to purchase medical devices at PT. Mitra Bersama Sejahtera Abadi while promotion and quality of products does not have a positive and significant effect towards medical devices purchasing decisions at PT. Mitra Bersama Sejahtera Abadi. In addition, testing of the adjusted determination coefficient was 0.764 meaning that promotion, price and quality of products had an effect of 76.4% towards purchasing decisions while the remaining 23.6% were influenced by other unexorded free variables such as service quality, location and brand image.

An Empirical Evaluation of Customers’ Adoption of Drone Food Delivery Services: An Extended Technology Acceptance Model

A single technological advancement in the business sector tremendously changed customers’ lifestyles and consumption behavior. Drone technology is one of the main revolutions that increase business efficiency at a lower cost. However, the acceptance of emerging technologies is not rapid in developing markets. Therefore, this study aims to evaluate customers’ adoption of drone technology in the context of food delivery services. This study has used an extended technology acceptance model (TAM) to assess customers’ behavior. Product processing innovativeness, information processing innovativeness, and subjective norms have been added as additional constructs into TAM. The data of 354 customers from five different cities of Pakistan have been collected and analyzed through partial least square structural equation modeling (PLS-SEM). The results of the study revealed that all proposed hypotheses, except the positive influence of perceived ease of use on perceived usefulness, were accepted. Further, the results depict that perceived usefulness, subjective norms, and attitude were the major predictors of customers’ adoption of drone food delivery services. In addition to this, customers’ word of mouth has a greater influence and reach than other forms of marketing communication. Therefore, practitioners and marketers may consider hosting competition programs to experiment with drone food delivery systems to enhance the acceptance of this technology among the masses.

Penerapan Social Engagement Dalam URC (UMKM Review Contest) Sebagai Bentuk Komunikasi Pemasaran Pada UMKM Kota Padang Panjang

This study aims to determine the application of Social Engagement in URC as a form of marketing communication in MSMEs in Padang Panjang City. To describe this research, it uses the Social Engagement theory by Bassuk, Grass and Berkman. In this theory, there are three components in Social Engagement, namely, social networks, social activities and social media. This study uses qualitative methods with data collection techniques using observation, interviews, and documentation. And using purposive sampling technique by determining certain criteria informants that support the research objectives. Informants who meet these criteria are the chairman and active members of the URC community as people who implement Social Engagement in their activities, and MSME activists who take part in URC activities. URC chooses Instagram and Facebook social media in carrying out its goals, because they are considered social media that are often used among people in various circles. The results of this study indicate that the application of Social Engagement that has been implemented is quite good and balanced. However, the obstacle found is that there are still many activists or MSMEs managed by people who are not competent and flexible in using social media. This is due to the age factor, not from the MSME activists themselves who refuse promotions through digital marketing. Of course, this is an inhibiting factor in URC carrying out its objectives.

Design of a Virtual Tour as a Solution for Promoting the Tourism Sector in the Pandemic Period

The COVID-19 pandemic has had a significant impact on the tourism sector. Tourism businesses must adapt to new conditions and rearrange their promotional strategies so that they can survive in the new normal era. Since the pandemic started spreading in early 2020, the Government has recommended a new promotional initiative for the tourism sector through the use of technology that can be accessed remotely via the internet. One of these approaches is the presentation of virtual tourism in various ways to strengthen the brand and promote tourism, for example, through virtual reality. The aim of this research was to increase tourist visits to Kajoetangan Heritage Village through applying technology to create a virtual tourism portal application, thereby raising the attractiveness of thematic village tourist destinations in Malang City. Using the virtual reality design as a form of marketing communication could be an alternative solution to tourism promotion during the pandemic. A Research and Development approach was used in this study in the following order: (1) conducting product analysis to be developed; (2) developing initial products; (3) expert validation and revision; (4) small-scale field trials and product revisions; (5) field trials and final product. The results from the field test showed that users can gain awareness about tourism activities through this virtual reality product, which can therefore be effective in supporting tourism promotion during the pandemic period.
 Keywords: virtual reality, COVID-19

Children’s perception of YouTube videos with product endorsements: An exploratory study

Research on children’s advertising literacy needs to keep pace with the emergence of different forms of marketing communication in the digital era. This paper reports on a qualitative study conducted among 30 children aged 10 to 12 to explore how children perceive and respond to YouTube videos that carry product and brand messages. Interviewees were asked to watch an unboxing YouTube video. Afterwards, they were asked about the purposes of this kind of video, similar videos they watched on YouTube, and the perceived influences of these messages on purchase decisions. Results show that interviewees varied tremendously in their understanding of the selling and persuasive intents of these messages. Some interviewees did not consider these videos to be advertisements because of their narrow way of defining advertising. Interviewees learned about brands for children as well as for adults from YouTube videos with product endorsements. They were aware of the persuasive effects of these videos on their brand knowledge and purchase behaviors. Theoretical and marketing implications of these results are discussed.

Forms of Integrated Marketing Communications For Community Products by the Locals of Good Agriculture Practice –Klongha Sub-district, Klongluang District, Pathum Thani, Thailand

The research of the forms of integrated marketing communications for community products by the group of a goodagriculture practice aimed to study the various forms of marketing communication through participated process with the deepinterview, group discussion, and participated observation. The 30 informants were selected from five groups of the communityleaders, the good agricultural practice group, the housewives, the teenagers, and the seniors. The result showed that the old formsof advertisements such as wording, brochures, community banners have been made while the channels via social medias wereadded to increase the product selling to focus on the specific customer groups. Moreover, the product-booth show has also beensupported and publicized by the state. The community has intended to produce the varieties of products and to advertise throughdifferent marketing tools, both online and offline, focusing on the public activities. The uniqueness and characteristics of thegood agricultural products have continuously been improved to acknowledge the products widely. Based on the researchinformation, the paradigm of marketing communication forms for the mentioned products has been called ‘ The SPECIALParadigm’ with the researcher’s intention that the entrepreneurs can form the ideal frame for integrated marketing communicationin the future.

BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE

Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.

Role of Trade Show Event Experiences on Participants’ Happiness and Their Behavioural Intentions

Trade show events are $100bn industry, with more than 24500 trade shows are organized each year across the world (Singh et al., 2017). Asian exhibition market is growing at a pace of over 5.6% each year, and with an annual growth rate of more than 7.8%, Indian exhibition market is showing enormous potential for growth (Rai & Nayak, 2018). Trade shows are highly cost-effective communication platforms and devour only $96 for the first direct contact with a customer, contrary to other forms of marketing communication where expenses reach up to $1,039 (Singh et al., 2017). However, the growth and opportunity in the trade show event industry have brought down many challenges. A major problem is mushrooming of the trade show events, therefore making it complicated for the companies to choose the correct trade shows for participation (Kirchgeorg et al., 2005, Chapter 1). A deep insight into the event experience can help marketers in providing effective services to the target customers (Wiersema, 2013).

The Impact of Electronic Word of Mouth on Brand Evaluation Leading to Brand Attachment: A Comparative Study on Consumer Electronics and Cosmetic Brands in Sri Lanka

The traditional medium of communication has been changed with the invention of digital technologies and World Wide Web as a result of it conventional word of mouth has converted in to electronic word of mouth communication. Sharing Opinions about products services and brands has a created a new trend in the social media. This raises the need to study how companies can measure the effects of e-WOM communications and how e-WOM compares itself with other forms of marketing communication and branding. Measurement items are adapted from existing scales found in the marketing literature. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in the survey. A structural equation modeling procedure is applied to the data analysis. The research model was tested empirically using a sample of 400 respondents who had experience within online communities of customers during the period of research. Argument quality dimension of electronic word of mouth reported highest impact on consumer brand attachment. The study found that e-WOM is one of the most effective factors influencing brand evaluation and brand attachment of brands in consumer electronic industry and cosmetic industry.

Personal selling in health and medicine: using sales agents to engage audiences

BackgroundPersonal selling—the use of sales agents to personally deliver messages to target audiences—is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the health services industry. This is not surprising given that sales force roles are not as public and prominent as other promotional avenues, such as advertising and public relations. Further, the titles held by those in sales-oriented roles in the health services industry are usually more discreet, carrying designations such as community liaison, business development officer, and the like. Regardless of title, sales roles involve personally interacting with desired audiences to compel some sort of action, adding a vital form of communication that bolsters engagement opportunities.DiscussionPersonal selling plays a critical role in the promotion of health services organizations. Perhaps most obviously, it is distinguished from its counterparts in the marketing communications mix by its use of people to deliver messages to desired audiences. Associated titles, duties, and expectations vary widely between and among those healthcare entities which make use of personal selling, as there is no pat formula for deployment within health services environments. To shed light on personal selling, this article presents an associated overview through the lens of Willis-Knighton Health System, sharing practical insights and experiences which can assist peer healthcare establishments in understanding, shaping, and honing sales roles within their own facilities.ConclusionsTaking advantage of the utility afforded by direct, personal interactions with audiences, personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. It supplements other forms of marketing communication, operating synergistically to help healthcare institutions achieve their conveyance goals. Prudent deployment of this unique marketing communications method affords health and medical institutions with a capable conveyance asset that can provide great assistance in achieving communicative ambitions.

Persuasive Effect of Figures of Speech in the English of Advertisements in the Ghanaian Press

Little is known about persuasive effects of figures of speech in the English of advertisements in Ghanaian press. In the current study, we focused on this persuasive effect of figures of speech in the English employed in advertisements in newspapers in Ghana. Since advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion, it is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Therefore, language plays an indispensable role in the transmission of the message. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. The study reported about in this article was underpinned by the Conventional Figurative Language Theory, utilizing the qualitative content analysis approach as the analytical framework. The findings revealed that copywriters of the Ghanaian newspapers employed English figures of speech (tropes and rhetorical figures) in advertisements for persuasive effect.